Raffles Health Insurance (RHI) has outperformed its peers in Forrester’s 2025 Total Experience Score rankings, but the report also shows that Singapore’s health insurance sector overall continues to lag in aligning brand image with customer reality.
In the rankings, RHI emerged as the top performer among eight health insurers evaluated, including AIA, FWD, Great Eastern, HSBC Life, Income Insurance, Prudential, and Singlife. The firm credited RHI’s performance to its integrated healthcare ecosystem and strong trust ratings.
Still, the broader industry faces a credibility challenge. Forrester found that existing customers tend to rate their insurers less favorably than noncustomers, pointing to a disconnect between brand messaging and real-world delivery. The study noted that while insurers invest heavily in marketing, consistent service and affordability remain weak spots.
The report urged insurers to address these issues by introducing more affordable health plans, simplifying policy language, and ensuring transparent communication about coverage. It also recommended enhancing digital experiences, such as website usability and data protection measures, to improve consumer confidence.
Forrester’s Total Experience Score measures how well companies align brand perception with customer experience, combining results from its Brand Experience Index and Customer Experience Index. The findings suggest that while some firms have achieved steady engagement, most still struggle to build lasting trust and loyalty.
“Strong branding alone is not enough to win or retain customers. Consistent, emotionally engaging experiences across the customer lifecycle are essential for building trust and sustaining growth,” said Tom Mouhsian, principal analyst at Forrester.
